Zhang Weiyu, Wang Rong, Liu Haodong
Department of Communications and New Media, National University of Singapore, 11 Computing Drive, Room 03-24, Singapore.
Department of Human and Organizational Development, Peabody College of Education and Human Development, Vanderbilt University, United States.
Comput Human Behav. 2023 Jan;138:107479. doi: 10.1016/j.chb.2022.107479. Epub 2022 Sep 7.
Taking advantage of 3 million English-language posts by Facebook public pages, this study answers the following questions: How did the amount of COVID-19 vaccine-related messages evolve? How did the moral expressions in the messages differ among sources? How did both the sources and the five moral foundations in posts influence the number of likes to posts, after controlling for the public page's features (e.g., age, followers)? Our research findings suggest that moral expression is prevalent in the COVID-19 vaccination posts, surpassing nonmoral content. Media sources, despite the high volume of posts, on average elicited fewer likes than all other sources. Although care and fairness were the two most used moral foundations, they were negatively related to likes. In contrast, the least used two moral values of authority and sanctity were positively related to likes. We conclude with a discussion of theoretical contributions and a recommendation of possible interventions.
本研究利用脸书公共主页上的300万条英文帖子，回答了以下问题：与新冠疫苗相关的信息数量是如何演变的？不同来源的信息中的道德表达有何差异？在控制了公共主页的特征（如年龄、关注者数量）之后，帖子的来源和五个道德基础如何影响帖子的点赞数？我们的研究结果表明，道德表达在新冠疫苗接种帖子中很普遍，超过了非道德内容。媒体来源尽管帖子数量很多，但平均获得的点赞数比所有其他来源都少。虽然关怀和公平是最常被使用的两个道德基础，但它们与点赞数呈负相关。相比之下，最少被使用的两个道德价值观——权威和神圣——与点赞数呈正相关。我们最后讨论了理论贡献，并提出了可能的干预建议。
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